I had such a great time last week at the WealthCounsel Symposium in Hollywood, CA. Great friends, great venue, and terrific weather! On Wednesday afternoon I had the privilege of presenting on the topic, "Making Digital Your #1 Source of New Business." The response was overwhelming and I briefly lost my voice answering so many questions about how to make digital really work for law firms and their clients.
One of the key take-aways from my session is that consumers want to do business with you. They go online, open up Google and actually search for you. And, great news, they find you! How could a lead be any more pre-qualified than that?
This Happened to Me
I recently tried to hire some very nice people to build a small barn here at Legacy Ranch. I found them online, checked out their reviews and even visited in-person with one of their satisfied customers. I was 100 percent ready to buy. So, I filled out the contact form on their website.
The Email Hustle
Two days later, I got an email from the owner asking me for more information. I replied immediately, only to wait another two days for him to answer back. They sent me a color chart. I asked about pricing. A few days later they sent me a price list. The color I wanted was marked "premium" so I asked how much it would cost to upgrade. It took nearly another week to get that pricing. Then I asked about site prep and foundation, and learned they could do that work for an extra charge. It took another three days to find out how much extra.
All along, I kept telling them that with winter fast approaching, I wanted to get my order in as soon as possible.
Finally, they emailed me a contract. It literally landed in my inbox about an hour before I was to present at WealthCounsel.
The PDF Nightmare
The contract, which I tried to read on my cell phone, was a PDF. It took me about 5 minutes, on hotel internet, to download. Then I absolutely could not read it on my tiny cell phone screen.
I was starting to get frustrated.
Walking over to give my presentation, I noticed a FedEx office. I zipped in and learned that if I could forward the email to them, they could print it. I literally stood there, tapping my foot with anxiety, as it took about 10 minutes for them to get the email, find the document, fire up their printer and hand me the contract.
No Online Payment Option
Once I had it in my hands and could read it, I realized I was supposed to sign it, scan it, email it back, and send along a 50 percent deposit. Seriously?
To make matters worse, there was no place for me to enter my payment information. I shot them an email asking how I could pay the deposit.
We Can Do Better
By now, I was out of time to devote to barn-buying and had to get over to the hall to present. Ironically, I mentioned all of this during my presentation.
Does your intake process look a little like this? Do you string people along, dripping out information via email, then requiring your prospects to print, sign, scan and email back documents?
I told my audience that I normally would not put up with such an inconvenient, antiquated process -- but I really wanted, really needed that barn. So, I said, "I will probably do it. And maybe some of your prospects will, too. Maybe some of your prospects are as desperate for your services as I am for that barn. But, seriously, can't we do better?"
A few hours later, after my presentation was over and I was back in the booth, I got an email from the barn builders. No, they do not accept credit cards. They said, "That only adds to our cost," and went on to explain that I would have to mail a physical check.
That was the last straw. There I was, in Hollywood, California, working a conference, and they thought I should find a pen, a paper check, an envelope, a stamp, and a MAILBOX?
I put the contract away and decided I would just take care of it when I got home.
The Window of Opportunity Closes
Then a funny thing happened over the weekend. A rancher friend of ours came to visit. He paced off an un-used area of our current barn, sketched out some drawings and showed me how we could convert that space into three horse stalls for less than a few hundred dollars.
I sent the barn builders one more email. I thanked them for their time and said I had found another solution to my problem.
Web Leads are No Good!
They probably think that web leads are no good. They may be calling their marketing firm to cancel their services because all of this digital stuff is a waste of time and money. But they are wrong. I was a great prospect. I wanted their product and their service. I had cash to pay upfront. I checked their references, even spent an afternoon visiting one of their satisfied customers and inspecting their work.
They dropped the ball. They made it so incredibly difficult for me to buy that finally I just walked away.
Broken Processes Cost Money
What do you suppose it cost the barn builders to lose my business? How much do you think they would gain if they fixed their broken process and got this right?
This is one reason why your website isn't working.
What if you got it right? How much money are you leaving on the table now? And worse, how many people leave your website without getting the help they need? Maybe, like me, they just give up and "make do" with what they have.
Next week we're hosting The Summit here in Colorado Springs. We will teach an online intake process that works -- one that makes it easy for prospects to do business with you, is responsive to their needs, and closes new business.
I hope you will join us.
Consumers are demanding more from your website. The firms who deliver will get their business -- easily, quickly and profitably.
There's still time to register.
The Summit 2017
October 18-20 | Colorado Springs